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subscriptions:

DeutscheGlasfaser

TV

customers

inGermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofDeutsche

Glasfaser

TVcustomers

inGermany:

who

they

are;

what

theylike;

whattheythink;

andhow

to

reach

them.

Itprovides

insightsontheirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

Deutsche

Glasfaser

TVcustomers

inGermany

(’’brand

users’’)

againstGerman

payTVsubscribers

ingeneral

(’’category

users’’),

and

theoverall

German

consumer,

labelled

as

’’allrespondents’’

inthecharts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

October

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWith

a

user

share

of

6%,

Deutsche

Glasfaser

TV

is

one

of

the

top

5

TVsubscription

services

in

GermanyManagement

summary:

brandusageand

competitionTop10

most

used

TVsubscriptionservicesinGermanyVodafoneMagentaTVSky25%21%14%1&110%Deutsche

Glasfaser

TVwaipu.tv6%5%Pyur3%3%Freenet

TVJoyn3%Unitymedia/Easy2%4Notes:"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=3,329

pay

TVsubscribersConsumer

Insights

Global

as

of

October

2024Sources:The

market

share

of

Deutsche

Glasfaser

TV

has

grown

compared

to

2021

Q4Management

summary:

brandusagetimelineTimeline

of

payTVsubscribers

usingDeutscheGlasfaser

TV8%8%8%7%6%6%6%5%3%2%2%2%2021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q12024

Q22024

Q35Notes:"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=37

-

263

Deutsche

GlasfaserTVcustomers,n=1880

-

3329

pay

TVsubscribersConsumer

Insights

Global

as

of

October

2024Sources:Deutsche

Glasfaser

TV

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsDeutsche

Glasfaser

TVismore

popularamong

Millennials

thanother

TVsubscription

services.Success

and

career

advancement

arerelatively

important

to

DeutscheGlasfaser

TVcustomers.Itstands

out

that44%

ofDeutscheGlasfaser

TVcustomers

prefer

toownhardcopies

of

films,booksor

music.TikTok

ismore

popularamongDeutsche

Glasfaser

TVcustomers

thantheaverage

payTVsubscriber.Compared

tootherTVsubscriptionservices,

Deutsche

Glasfaser

TVhasarelatively

high

share

offemalecustomers.Gaming

and

eSports

are

relativelyprevalent

interests

of

DeutscheGlasfaser

TVcustomers.31%

ofDeutsche

Glasfaser

TVcustomers

are

innovatorsor

earlyadopters

ofnew

products.Deutsche

Glasfaser

TVcustomersremember

hearing

adsonmusicportalsandstreaming

services

more

often

thanother

payTVsubscribers.Outdooractivities

arearelativelypopularhobbyamong

DeutscheGlasfaser

TVcustomers.34%

ofDeutsche

Glasfaser

TVcustomers

thinkthathealth&socialsecurity

areissues

thatneed

tobeaddressed.Deutsche

Glasfaser

TVhasalargershareof

customers

with

ahigh

incomethan

other

TVsubscription

services.Deutsche

Glasfaser

TVcustomers

aremore

likely

toliveincitieswith

over

1million

inhabitants

thanpayTVsubscribers

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Deutsche

Glasfaser

TV

is

more

popular

among

Millennials

than

other

TVsubscription

servicesDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users17%65%14%5%Category

usersAllrespondents21%36%32%11%12%21%33%35%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaid

TV

subscription

(cable/satellite)?";

Single

Pick;Base:n=198

Deutsche

GlasfaserTVcustomers,n=3,329

pay

TVsubscribers,

n=35,917

allrespondentsSources:Consumer

Insights

Global

as

of

October

2024Compared

to

other

TV

subscription

services,

Deutsche

GlasfaserTV

has

arelatively

high

share

of

female

customersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users43%57%Category

usersAllrespondents50%50%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;

Base:

n=198

Deutsche

GlasfaserTV

customers,n=3,329

pay

TVsubscribers,

n=35,917

allrespondentsSources:Consumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Deutsche

Glasfaser

TV

customers

have

a

collegedegreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany42%30%28%25%

25%18%17%17%16%15%13%11%10%9%9%5%2%

2%

1%2%

2%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaidTVsubscription

(cable/satellite)?";

Single

Pick;Base:n=198

Deutsche

GlasfaserTVcustomers,n=3,329

pay

TV

subscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Deutsche

Glasfaser

TV

has

a

larger

share

of

customers

with

a

high

income

thanother

TV

subscription

servicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users56%19%25%Category

usersAllrespondents39%31%30%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;

Base:

n=198

Deutsche

GlasfaserTVcustomers,

n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

pay

TV

subscribers,

Deutsche

Glasfaser

TV

customers

arerelatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live52%29%28%27%24%24%20%20%11%9%

9%8%7%6%5%4%4%4%2%3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:

n=198

Deutsche

GlasfaserTVcustomers,n=3,329

pay

TV

subscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Deutsche

Glasfaser

TV

customers

are

more

likely

to

live

in

cities

with

over

1million

inhabitants

than

pay

TV

subscribers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany40%24%24%

24%

24%24%22%21%17%16%16%14%13%11%9%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"With

which

company

do

youcurrently

have

apaid

TV

subscription

(cable/satellite)?";

Single

Pick;Base:

n=198

Deutsche

GlasfaserTVcustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202412%

of

Deutsche

Glasfaser

TV

customers

consider

themselves

part

of

theLGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users12%86%2%Category

usersAllrespondents8%84%84%8%9%7%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"With

which

company

do

youcurrently

have

a

paid

TV

subscription

(cable/satellite)?";

Single

Pick;Base:

n=198

Deutsche

GlasfaserTVcustomers,n=3,329

pay

TV

subscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Deutsche

GlasfaserTV

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%52%42%

42%41%41%40%33%37%36%32%35%36%35%34%31%29%29%

29%23%22%22%21%21%20%17%14%12%12%11%AhappyrelationshipMaking

myown

decisionsLearningnew

thingsSafety

andsecurityHavingagood

timeTobesuccessful

Anhonest

andrespectable

lifeSocial

justiceAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TV

subscription

(cable/satellite)?";

Single

Pick;Base:n=198

Deutsche

GlasfaserTVcustomers,

n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Gaming

and

eSports

are

relatively

prevalent

interests

of

Deutsche

Glasfaser

TVcustomersConsumer

lifestyle:

main

interestsTop10

interestsofDeutscheGlasfaser

TVcustomersinGermany50%49%48%48%42%39%42%

43%38%41%40%38%36%33%33%30%32%32%32%31%

28%26%27%26%29%26%30%29%21%18%Movies,TVshows&musicHealth

&fitnessTravelSportsFood

&diningGaming

&eSportsCareer

&educationFashion&beautyFinance&economyHistoryBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=198

Deutsche

GlasfaserTVcustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Outdoor

activities

are

a

relatively

popular

hobby

among

Deutsche

Glasfaser

TVcustomersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofDeutscheGlasfaser

TVcustomers

inGermany46%45%44%43%42%42%40%38%36%38%39%38%

38%37%34%37%35%35%32%35%33%33%33%32%31%28%27%30%29%27%OutdooractivitiesTravelingShoppingCooking/bakingSocializingDoing

sportsandfitnessReadingPetsTech

/computersVideo

gamingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"With

which

company

do

youcurrently

have

a

paid

TVsubscription

(cable/satellite)?";

Single

Pick;

Base:

n=198

Deutsche

GlasfaserTV

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Deutsche

Glasfaser

TV

customers

are

more

likely

to

play

badminton

than

otherpay

TV

subscribersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofDeutscheGlasfaser

TVcustomers

inGermany24%24%23%22%21%20%19%

20%17%19%19%18%18%

16%15%17%17%15%13%13%12%10%10%9%7%7%6%6%5%4%CyclingRunning/joggingFitness,aerobics,

cardioBadmintonBasketballSwimming/DivingDancingHikingSoccerTennisBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TV

subscription

(cable/satellite)?";

Single

Pick;Base:n=100

Deutsche

GlasfaserTVcustomers,n=3329

pay

TVsubscribers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

202415%

of

Deutsche

Glasfaser

TV

customers

follow

athletics

(track

&

field)Consumer

lifestyle:

sports

followedTop10

sports

followed

byDeutsche

Glasfaser

TVcustomers

inGermany30%26%23%15%14%14%13%10%10%10%10%9%9%9%

9%9%

9%8%8%8%8%7%7%7%7%6%6%6%5%4%SoccerAthletics(track&

field)BasketballSwimming/divingAmericanfootballCyclingHandballIceHockeyBoxingTennisBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=71

Deutsche

GlasfaserTVcustomers,n=3329

pay

TVsubscribers,

n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

44%

of

Deutsche

Glasfaser

TV

customers

prefer

to

own

hardcopies

of

films,

books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany59%56%52%51%47%46%46%44%44%40%34%32%27%26%24%Iwant

to

access

mymusic/movies

onallmy

togetthebestimageItisimportant

tomeDigitalservices

allowme

to

discover

newandexcitingcontentIprefer

toown

hardcopies

of

films,Itistooexpensive

toafford

allthe

streamingservices

thatIwantdevices

(TV,andsoundqualitybooks

or

musicsmartphone,

tablet,etc.)(e.g.,DVD,

CD,vinyl)Brand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=198

Deutsche

GlasfaserTVcustomers,

n=3,329

pay

TVsubscribers,

n=5,989

all

respondentsConsumer

Insights

Global

as

of

October

202431%

of

Deutsche

Glasfaser

TV

customers

are

innovators

or

early

adopters

ofnew

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany43%42%37%36%31%30%17%14%13%12%11%9%2%Innovators1%1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"With

which

company

do

youcurrently

have

a

paid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:

n=198

Deutsche

GlasfaserTVcustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202434%

of

Deutsche

Glasfaser

TV

customers

think

that

health

&

social

security

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

DeutscheGlasfaser

TVcustomers50%47%44%43%38%34%38%

38%37%37%

37%36%35%32%30%33%30%34%33%33%31%31%28%25%28%27%25%25%25%24%Health

andsocial

securityRising

prices

Climatechange/inflation/EducationEconomicsituationCrimeEnvironmentHousingImmigrationPovertycost

of

livingBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"With

which

company

do

youcurrently

have

apaid

TV

subscription

(cable/satellite)?";

SinglePick;Base:n=198

Deutsche

GlasfaserTVcustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

pay

TV

subscribers,

Deutsche

Glasfaser

TV

customers

tendto

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users15%35%36%14%Category

usersAllrespondents18%43%23%16%19%41%20%19%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"With

which

company

do

you

currently

haveapaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=198

Deutsche

GlasfaserTVcustomers,

n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsTikTok

is

more

popular

among

Deutsche

Glasfaser

TV

customers

than

theaverage

pay

TV

subscriberMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand63%61%64%

63%58%62%63%61%57%57%44%40%29%24%27%23%19%25%22%21%18%15%20%17%12%10%13%12%7%5%Facebook

Instagram

YouTubeTikTokSnapchatX(Twitter)LinkedInBeReal.TwitchBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:

n=122

Deutsche

GlasfaserTVcustomers,n=2497

pay

TVsubscribers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Deutsche

Glasfaser

TV

customers

tend

to

go

to

the

movies

more

often

than

payTV

subscribers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks82%77%75%74%73%66%67%64%59%59%55%47%54%52%37%51%37%43%38%33%39%

35%39%26%38%34%34%31%27%26%21%17%23%TVDigitalvideo

Digitalmusiccontent

contentRadioMovies

/cinemaPodcastsMagazinesDailynewspapersOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"With

which

company

do

youcurrently

have

a

paid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:

n=198

Deutsche

GlasfaserTVcustomers,n=3,329pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Deutsche

Glasfaser

TV

customers

remember

hearing

ads

on

music

portals

andstreaming

services

more

often

than

other

pay

TV

subscribersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereDeutscheGlasfaser

TVcustomersinGermany

havecome

across

digitaladvertisinginthepast4weeks43%45%39%42%38%37%41%40%40%40%39%38%37%37%35%34%30%30%29%29%26%24%28%24%23%22%21%19%17%17%Video

portalsSocial

mediaVideo

gamesMusicportals

Video

streaming

Onlinestores

SearchenginesservicesNewslettersEditorialwebsitesandappsWebsitesandappsof

brandsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;

Base:

n=198

Deutsche

GlasfaserTVcustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Deutsche

Glasfaser

TV

customers

remember

ads

they

saw

in/at

themovies/cinema

more

often

than

other

pay

TV

subscribersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks49%41%40%40%39%38%38%38%37%36%36%36%36%36%34%33%25%33%28%25%23%23%20%14%OnTVAtthemovies

OnadvertisingDirectly

inthestoreInprintedmagazinesandjournalsOntheradioInprinteddailynewspapersBy

mailshot

/advertisingmail/cinemaspaceson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=198

Deutsche

GlasfaserTVcustomers,n=3,329

pay

TVsubscri